AI is stepping up its game, and video marketing is totally getting onboard with all these changes! Now, some of us might be a little nervous about what that means. The real question is: Is it going to be a game-changer or will it do more harm to us?
Let's break it down - the good, the bad, and everything in between!
1. Scriptwriting
Let's be honest, writing scripts can sometimes feel like pulling teeth. But with AI, things are getting a whole lot easier. Tools like ChatGPT, Google Gemini (and a lot more tools we don’t know yet) can generate script ideas, write initial drafts, and even help you brainstorm different approaches. It's like having a super-smart writing assistant on hand.
The thing is, sometimes AI-produced content can feel a bit... well, robotic. It can lack that personal touch that makes your writing uniquely yours. Our tip? Mix it up! Use AI to get the creative juices flowing and then add in your own ideas. Add a dash of your own personality and voice to make it truly yours. After all, who knows you better than you?
2. AI Video Editors
With technology getting a lot more efficient these days, you might have heard about AI-powered video editing platforms, or well... you’ve been using them now. So what can we expect with AI tools for video editing?
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Chopping Down Your Editing Time:
Think about the time it takes to edit a long video—cutting scenes or adding subtitles, well... it can be quite a task. AI can assist with this process, potentially reducing the time needed to complete these edits to just a FEW minutes. This might be helpful for editors looking to streamline their workflow.
There are many tools that can help with this, but one we've been loving is Capcut. It has a nifty feature that takes a long video and whips up a short-form version. How cool is that? To top it all off, it can add automatic captions to your videos, with a wide variety of text templates to choose from. Talk about a time-saver!
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Friendly User Navigation:
If you've ever felt overwhelmed by the complexity of traditional video editing software, you'll appreciate the simplicity of AI-powered editors. They're designed with beginners in mind, featuring user-friendly interfaces, drag-and-drop functionality, and clear instructions. This makes it easy to learn and start creating amazing videos right away.
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Ready-made Templates and Formats:
AI video editors are awesome for a quick turnaround. They often have these pre-made templates, you know, like those Instagram Reel vibes or that trendy TikTok look. You just drop your footage in, and poof – instant video.
However, it really depends on what you're going for. If you need a quick, polished video and don't have a ton of time, those AI templates are a lifesaver. But if you're aiming for something truly special and want to put your own creative stamp on it, a little manual editing might be the way to go.
3. Ability to Generate Video
Seen that "ADD AI LABEL" button when you're about to post on Instagram (or perhaps on other social media as well)? Yeah, it seems everyone's hopping on this AI content train, doesn't it? It's a bit wild, and maybe even a bit daunting. BUT can you believe there is something such as this?
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Text to video Generator
Imagine being able to create videos from just text. Now, with AI, you can! Type out your wildest ideas, and the AI will bring them to life in a video. And! There's a whole host of websites ready to help you do just that! I think in most cases you do need to add caveats in your descriptions that there is AI content involved, but it's so crazy.
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Virtual Avatar Videos
How scary is Deep Fake?? I was totally weirded out when I'd first heard of it. I don't know if it's for the better or what but there are services out there that can take a sample of video you give them of yourself and the software can create infinite videos of you talking as if you'd recorded something IRL but you never did. There are others that create virtual avatars to be your stand in and speak whatever script you've prompted. Useful? Yes. Scary? Also yes.
What’s our verdict?
Since we haven't quite made the headfirst dive and are instead dipping our toes into AI, we can't quite give you a thorough verdict. It seems both scary and helpful. In many cases it's lowering the cost of entry into creating cool videos like when everyone got cameras in their pockets which is way cool! But like anything, it comes with its own challenges.
We don’t have control over it.
Sometimes, AI doesn’t quite hit the mark we were hoping for, which means we end up doing some manual tweaks anyway. It can leave us feeling a little let down, especially if the results don’t match what we originally aimed for. It’s all about adjusting our expectations and figuring out how to make the most of what AI has to offer!
Videos look the same.
You may have noticed a trend while browsing through videos—certain templates appear repeatedly, creating a sense of déjà vu. It can feel as though everyone is relying on the same format. If this approach doesn't resonate with you, consider embracing manual editing to infuse your unique perspective into your videos. Taking the time to personalize your content can truly make a difference and set your work apart.
Misinformation Spread
It's really something, isn't it? You're scrolling through TikTok and come across a video so lifelike you almost believe it. But then you look at the comments and - bam! Turns out, it's a sham. This is where it gets tricky. These AI-generated videos can spread misinformation like wildfire. So, let's be savvy. Let's think before we share. Because the truth matters, even in a 15-second clip.
Too Generic
We said it before, AI lacks human touch. AI excels at processing information and following instructions, but it doesn't have emotions, experiences, or personal opinions. It can generate text that's grammatically correct and factually accurate, but it might miss that subtle nuance, that touch of humor or irony that makes human writing so engaging.
The Horse and Buggy
It's the elephant in the room for a human run production company. Having relatively cheap tools that can do much of the work that used to be accomplished by humans will put some of us out of a job. Just like there aren't neighborhood horse and buggy shops next to typewriter stores anymore, industries change. While the AI tools are not quite at the point to take the guess-work out of everything, they will continue to get better and the video creation and video marketing landscape will continue to evolve. Right now, we still see there being value in human production companies. Many people that may want to start creating video will not necessarily have the desire or bandwidth to learn the basics of video let alone the AI tools and it will still benefit them to pay experts. But, for those that want to get started and have the time, desire and energy to DIY, they have so many more tools than before and do not have to rely on hiring out to create epic content.
AI can definitely give your video marketing a nice boost—it’s super handy. BUT! It’s not a magic wand. You’ve still got to roll up your sleeves, get involved, and use your creativity to make a video that really works for your business. Since it is currently technology that integrates but doesn't think on its own, it will be limited by the human operating it. Without the right prompts or a specific vision and intent, results will be so-so. The trick is to strike that perfect balance and use AI in ways that actually matter.
What are your thoughts on AI in video marketing?
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